This paper analyzes the characteristics of Italy’s country image, the brand image held by representative “Made in Italy” brands and the relationships between the two. Theoretically, academic contributions regarding country and brand image are considered. Empirically, results derived from a quali-quantitative research run on two consumers samples are reported.
COUNTRY IMAGE AND BRAND IMAGE: AN INTERNATIONAL INVESTIGATION ON MADE IN ITALY / G.Aiello; R.Donvito; M.Ewing.. - ELETTRONICO. - (2011), pp. 235-235. (Intervento presentato al convegno Academy of Marketing Science tenutosi a Coral Gables, Florida, USA nel Maggio 2011).
COUNTRY IMAGE AND BRAND IMAGE: AN INTERNATIONAL INVESTIGATION ON MADE IN ITALY
AIELLO, GAETANO;DONVITO, RAFFAELE;
2011
Abstract
This paper analyzes the characteristics of Italy’s country image, the brand image held by representative “Made in Italy” brands and the relationships between the two. Theoretically, academic contributions regarding country and brand image are considered. Empirically, results derived from a quali-quantitative research run on two consumers samples are reported.
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